A Critical Appraisal of the Concept of Non-profit Services Marketing

Edouard Novatorov

Service Science, 2010, vol. 2, issue 3, 146-153

Abstract: The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles. [ Service Science , ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

Keywords: non-profit sector marketing; reciprocity; generalized exchange; substantivist economic anthropology; contingency-choice model of formal organization; benevolence motivation (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:2:y:2010:i:3:p:146-153

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